Have you ever heard of Aspasia of Miletus? Probably not. But most of us know about Socrates, the great philosopher. What many don’t realize is that Aspasia was his teacher—yet history has strategically erased her name.
We often associate cars with men, laugh at stereotypes about women being bad drivers, but did you know that women invented several essential car components, including the windshield wiper, car heater, and synthetic lubricants? History has rarely been kind to women, choosing to forget those who fought for their rights or made groundbreaking contributions in STEM. Take Rosalind Franklin, for example—she was the first to discover the structure of DNA, yet Crick and Watson received the Nobel Prize in 1962 for it. And this is just one of thousands of such overlooked stories.
As a 360-degree digital marketing agency led and nurtured by women, founded on principles of equality, we believe it is our duty to honour women in marketing this Women’s History Month. Marketing was once a male-dominated industry, offering women few opportunities, yet they fought relentlessly since the 1880s to make their mark. While it’s often assumed that women primarily serve as consumers, the reality is that they now hold around 60% of marketing jobs worldwide.
Let’s remember the influential female marketers who have revolutionized the industry with the best 360-degree digital marketing agency in Kolkata:
1. Mathilde C. Weil
Little information has been documented on Mathilde C. Weil’s life, but her contributions to the marketing industry are undeniable. She founded the first female-run advertising agency, M.C. Weil Agency, in the 1880s—an era of great gender inequality. At a time when women were largely excluded from leadership roles in business, Weil carved her own path in the advertising world, demonstrating not only resilience but also an acute understanding of marketing dynamics. Her firm, based in Philadelphia, worked with various businesses, proving that women could lead in a male-dominated space.
2. Madam C.J. Walker
Madam C.J. Walker, born Sarah Breedlove, is recognized as one of the first American women to become a self-made millionaire. Walker’s success began when she developed a specialized haircare formula to address a scalp condition that caused hair loss. Recognizing the untapped potential of the African American beauty market, she launched a line of haircare products and revolutionized the industry with a direct sales model. In 1908, she expanded her empire by opening a manufacturing facility and a beauty school in Indianapolis. Beyond business, she was a passionate advocate for Black women’s financial independence and philanthropy, donating generously to causes such as the NAACP.
3. Helen Lansdowne Resor
Helen Lansdowne Resor was the Vice President of the J. Walter Thompson Co., one of the most influential American advertising agencies of the 20th century. Dubbed the “greatest copywriter of her generation” by The New York Herald Tribune, Resor was the first woman to creatively design and develop national advertising campaigns. She pioneered emotional appeal and persuasive storytelling in advertising, a technique that remains fundamental in modern marketing. Her campaign for the Woodbury Soap Company in the early 1900s was groundbreaking—she was one of the first to use sex appeal in an advertisement with the tagline “A Skin You Love to Touch.” Through her leadership, Resor also mentored and hired many women in advertising, creating opportunities for them in a field that was predominantly male-dominated. She remains an enduring figure in the Advertising Hall of Fame.
4. Caroline Robinson Jones
Caroline Robinson Jones broke barriers as one of the first Black women to hold a senior creative role in a major advertising firm. Starting as a secretary and copy trainee, she climbed the ranks at J. Walter Thompson Co., eventually becoming a creative director. By 1968, she joined Zebra Associates, one of the first Black-owned ad agencies, where she played a pivotal role in shaping advertising campaigns targeted at African American audiences. She became the first Black female Vice President of a major agency, working on major campaigns for American Express, Kentucky Fried Chicken, and Toys “R” Us. Her legacy continues to influence diversity in advertising today.
5. Mary Wells Lawrence
Mary Wells Lawrence co-founded Wells Rich Greene, an agency that rapidly became synonymous with creativity and innovation in advertising. A trailblazer in the industry, Lawrence was the first woman CEO of a company traded on the New York Stock Exchange. Her campaigns were fresh, bold, and memorable, leading to some of the most iconic advertising slogans, such as Alka-Seltzer’s “Plop, Plop, Fizz, Fizz” and Midas’ “Trust the Midas Touch.” She was named Advertising Woman of the Year by the American Advertising Federation in 1971 and inducted into the Advertising Hall of Fame in 1999. Her work influenced a generation of female creatives in the industry.
6. Elizabeth Arden
Elizabeth Arden was a pioneer in beauty marketing, transforming the cosmetics industry with her innovative approach. She founded her company in 1910 and was one of the first to introduce the idea of the “makeover,” offering free consultations and demonstrations at her salons. Her brand became a global phenomenon, and by the 1930s, she had expanded into multiple international markets. Arden’s understanding of consumer psychology and branding helped establish her as a marketing genius. Her empire was eventually sold to Revlon for $870 million, cementing her influence in the beauty industry.
7. Barbara Proctor
Barbara Proctor was a groundbreaking African American advertising executive and entrepreneur. She founded Proctor and Gardner Advertising in 1970, making history as one of the first Black women to own an ad agency. Proctor was instrumental in ensuring greater representation of Black culture in mainstream advertising. She worked with major brands to craft campaigns that resonated with African American consumers while advocating for diversity and inclusion within the advertising industry.
The Indian advertising and marketing industries have been even more challenging for women, given the country’s ongoing battle with superstitions and societal biases. However, after independence, women began entering the field—and since then, there has been no turning back. We’ve continued to break barriers, proving that nothing can hold us back! Here are a few Indian trailblazers who have shaped the industry:
1. Tara Sinha
A trailblazer in Indian advertising, Tara Sinha founded Clarion Advertising in the 1950s and later Tara Sinha Associates, which merged with McCann Erickson. She played a pivotal role in shaping the advertising landscape in India, managing top brands and mentoring women in the industry. Her leadership helped professionalize advertising in India, opening doors for future female marketers.
2. Neelam Dhawan
A marketing and tech industry leader, Neelam Dhawan broke gender barriers as a top executive at IBM, Microsoft India, and Hewlett-Packard. She played a crucial role in bringing global technology brands to Indian consumers and revolutionized B2B marketing strategies, paving the way for women in the corporate technology sector.
3. Anuja Chauhan
A creative powerhouse, Anuja Chauhan redefined Indian advertising with some of the most iconic campaigns, including Pepsi’s “Yeh Dil Maange More” and “Darr Ke Aage Jeet Hai” for Mountain Dew. Her storytelling prowess and deep cultural insights transformed brand narratives, making advertisements more relatable and engaging for Indian consumers.
4. Priya Paul
A marketing innovator in the hospitality industry, Priya Paul took over The Park Hotels group and built a unique brand identity through experiential marketing and design-driven campaigns. Her approach to marketing luxury and boutique hotels in India set new standards in the hospitality sector.
5. Indra Nooyi
Though globally known as the former CEO of PepsiCo, Indra Nooyi played a vital role in reshaping brand strategy and sustainability marketing. Under her leadership, PepsiCo expanded its focus on health-conscious products and purpose-driven marketing, inspiring marketers in India and beyond.
Society has never paved an easy path for women, but they are fighters—carving their own way to survive and shine. No matter how hard history tries, it cannot erase their contributions across every field. As a 360-degree digital marketing agency, we pledge never to exploit or objectify women for profit or publicity. We stand firm for equal pay, equal value, and equal opportunities. If you share our vision and want to be part of the change, connect with Gr8 Brews—the best 360-degree digital marketing agency in Kolkata.
